While they might not be focused on controlling their follower’s buying decisions, they are a go-to source for user-generated content for your brand’s advertisement needs. Content creators are experts at creating naturally looking, engaging content that people love to watch and share. No wonder why 79% of people find ads with user-generated content more influential when making purchasing decisions, compared to the ones without it.
When purchasing content from creators, you stay fully in control of where the content is used and what results it brings. If you decide to use it in one of your PPC campaigns, you can run A/B testing before showing the new content to the larger audience. Opposite to influencer marketing, the reach and audience of the campaign will be highly adjustable, while still bringing that extra social proof with user-generated content.
Consumers generally see content creators as trustworthy because they are less likely to constantly be putting out branded content for affiliate sales. This doesn’t mean that they aren’t interested in working with brands.